Toyota has signed a multimillion-dollar sponsorship agreement with the All Blacks, signalling a new chapter for the national team following months of commercial uncertainty.
The deal, announced today, replaces the high-profile but now-defunct partnership with British petrochemical giant INEOS, whose abrupt exit earlier this year left a visible gap in New Zealand Rugby’s commercial portfolio. Toyota will now have its branding featured on the All Blacks’ training kit, and the agreement is also believed to include a vehicle supply component for players and management—a role previously filled by Ford.
End of an Era: Ford and INEOS Departures
Ford had been a fixture of the All Blacks’ commercial identity since 1995, providing not only financial backing but also vehicles for team members and officials. That 30-year relationship came to an end in 2024, leaving a symbolic and logistical void within New Zealand Rugby’s operations.
INEOS’s departure was even more disruptive. The company had committed to a six-year sponsorship deal in 2021 worth around NZ$8 million per year. The agreement, which included branding on the team’s training kit and shorts, was terminated prematurely when INEOS failed to make its first payment for the 2025 season. New Zealand Rugby subsequently launched legal proceedings, accusing the company of breaching its obligations.
“[This confirmed] its decision to exit our six-year agreement,” NZR said in a February statement. “We have been left with no option but to launch legal proceedings to protect our commercial position.”
Toyota Steps In
The new partnership with Toyota is widely viewed as a commercial win for New Zealand Rugby. While the exact value of the deal has not been publicly confirmed, it is understood to be in the multimillion-dollar range, providing immediate financial relief and stabilising the governing body’s revenue stream after months of turbulence.
Importantly, Toyota’s presence in New Zealand offers strategic advantages that INEOS never could. While the British petrochemical company operated without a local business footprint or public-facing marketing campaigns, Toyota’s consumer-oriented approach and established brand recognition within New Zealand make it a more natural fit.
NZR has been seeking to pivot toward more publicly engaging commercial relationships. Silver Lake, NZR’s private equity partner, has pushed for a sponsorship portfolio that includes brands with wider consumer appeal. The Toyota deal reflects this shift, aligning with a broader commercial strategy designed to increase engagement through local advertising and global reach.
Vehicles and Visibility
In addition to naming rights on the training kit, the deal reportedly includes a vehicle provision arrangement. Players and staff without existing personal agreements with Ford will receive Toyota vehicles, re-establishing an important logistical support component that had lapsed after Ford’s exit.
Former NZ Rugby CEO David Moffett praised the deal, telling Newstalk ZB it was “very similar to the Ford deal they had back in 1995,” and described it as “good news” for the organisation and the sport.
Rebuilding After Setbacks
The announcement comes at a time when New Zealand Rugby has faced mounting pressures, including criticism over governance and leadership, financial strain, and questions about its commercial strategy. The Toyota partnership is seen as a stabilising force and a critical step in restoring confidence among stakeholders.
The deal also helps address some of the fallout from the INEOS exit, both in terms of revenue and public perception. In March, NZR reached an out-of-court settlement with INEOS, recovering the amount due for 2025—around NZ$21 million—plus additional compensation. However, the loss of the shorts branding remains unresolved, with NZR still seeking a new buyer for that asset.
Public and Industry Response
Reactions to the Toyota partnership have been largely positive. On social media, fans have welcomed the move, viewing Toyota’s vehicles, particularly models like the Hilux and Land Cruiser, as symbolic of the All Blacks’ rugged, no-nonsense image.
Media coverage has echoed that sentiment, framing the announcement as a turning point in NZR’s recent narrative. Analysts note that the deal not only recovers lost ground but also positions the organisation for future growth with a more strategically aligned sponsor.
“We’re not benchmarking ourselves against other rugby teams. We’re thinking in terms of football clubs, NFL franchises, and Formula One teams,” said NZR Commercial General Manager Yarnie Guthrie.
Looking Ahead
With the Toyota agreement in place, New Zealand Rugby appears to have weathered one of the most challenging sponsorship transitions in its history. The partnership provides financial security, operational support, and public goodwill—three essential ingredients for a sport navigating turbulent commercial waters.